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You’ve probably heard time and time again that emotion is the key to marketing. When you connect with your customers on a personal, emotional level, you build trust with them, which makes it that much more easier to make a sale.

But how, exactly, does emotion work in marketing? What emotions should you be working to inspire—and how exactly do you inspire them?

UNDERSTANDING HUMAN EMOTIONS

Back in the 1980’s, a professor at the Albert Einstein College of Medicine and the University of South Florida, named Robert Plutchik, studied the science of emotions in depth. He documented part of his research in a very famous “wheel of emotions” that suggests there are eight primary emotions: anger, fear, sadness, disgust, surprise, anticipation, trust, and joy.

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Once upon a time, not too long ago, I wanted to write the perfect blog post. I wanted to write the most shareable, clickable, readable, memorable post that I could. But how? The first stop in my quest? An infographic from Salesforce Canada. (To see the infographic itself, please check out the end of this post. It's down there.) One of its suggestions was to start the post with a story.

But before I could even write the post, I needed to come up with the best headline ever. According to Salesforce Canada “your traffic can vary by as much as 500% based on your headline. There’s a science to writing the title of your post, and ignoring best practices will ensure your post gets largely ignored.”

Dedicated Video Feed

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2015 has been an exciting year for the SEO industry. We saw the long-awaited Mobilegeddon update, which penalized sites lagging behind in the mobile compliance area, a sizable overhaul to local rankings with the new local three-pack, a new quality algorithm for content, and a dozen or so other minor updates from Google. In addition, we’ve seen new digital assistant technologies and new types of mobile devices starting to shape the future of search in terms of user behavior.

Now, all eyes are on 2016. This upcoming year should prove to offer a few landmark shifts in search—notably, I’m looking at these seven new trends:

Video Content Will Overtake Written Content in ROI for B2C Industries and Brands.Today, written content is considered the “standard,” even by the vast majority of us who continuously insist that including many different formats of content is a good idea. Still, written content is a kind of baseline for most brands, with infographics, images, videos, and other mediums serving as peripheral additions. In 2016, a handful of new technologies and the continuation of years-long trends will shift, and video will outpace written content in terms of reach, engagement, effectiveness, and overall ROI. Vine, Periscope, Snapchat, and other video apps are partially responsible for this, setting users’ expectations toward more visual content, but the real herald may come from Google, which is now experimenting with video ads in search results. B2C brands without regular feeds of video will soon be considered behind the times. B2B brands will follow suit, but it won’t happen in 2016 (I’m betting it’ll be closer to 2019).

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Social K

Techno-adventurer, citizen of the world imprisoned voluntarily in Greece, Web-sucker-surfer, social media observer and music lover. Contact him if you want to implement a digital strategy for your brand
Constantinos Korikis
me@korikis.com